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AVMA Center for Wellbeing: A Case Story

GES has many long-standing client relationships that we value greatly.  We work with many of these organizations, year after year, at trade shows and conferences, to produce activations for events through the use of unforgettable spaces and experiences.  Through the creation of memorable, engaging trade show activation areas, our team helps these organizations capture the attention of their audiences, gaining a meaningful opportunity to stand out from the crowd while furthering their internal goals.

One of our valued ongoing relationships is with the American Veterinary Medical Association (AVMA). We’ve partnered together since 2019 to create an amazing event experience called the Center for Wellbeing at their annual AVMA Convention. This incredible activation area helps increase knowledge of AVMA’s well-being resources, provides affordable lab work to attendees, and creates a space for show participants to relax and recharge amidst the bustle of the event. 

Each year, we brainstorm new ideas to enhance the Center for Wellbeing, tailoring it to the exact space available, in an effort to provide a completely bespoke experience that supports those who work in veterinary medicine and provides resources to facilitate their self-care. This past year, of course, was no exception.

Trade Show Activation: 2022 AVMA Center for Wellbeing

The AVMA had a clear vision for the bridge at the Pennsylvania Convention Center: they wanted to create a unique trade show activation space that would promote health and wellness among their attendees. Accordingly, this area was designed with two main sections:

Trust Wellness Activation Area 
This section featured small offices where attendees could receive on-site health screenings and titers. The office walls displayed graphics promoting AVMA's many well-being resources.

Lounge/Activity Activation Area
This space offered plenty of wellness activities, comfortable lounge furniture, and creative stations like coloring and yarn walls where attendees could unwind with a relaxing, tactile activity.
The client's objectives for the Center for Wellbeing were to: 

  • Increase knowledge of AVMA's well-being resources.
  • Provide affordable lab work (health screenings and titers) for attendees.
  • Offer opportunities to speak with licensed health professionals.
  • Create a space to relax, recharge, and find health tips.
  • Foster a sense of community through interactive activities.

The Process: Bringing a Trade Show Activation to Life
To bring this vision to life, GES and AVMA followed a detailed process in several distinct phases:

  1. Center for Wellbeing Kick-Off Meeting (8 months before the event): AVMA shared their goals and objectives for the Center for Wellbeing, and we brainstormed ideas together
  2. Design Phase: Our talented designers created a floor plan and line drawing based on the space identified with proposed structures, graphic opportunities, furnishings, and activities. We submitted this to AVMA for discussion.
  3. Budget and Requirements: We worked closely with AVMA to ensure the design met their budget and included the necessary requirements for the space, making any adjustments needed.
  4. Artwork Specifications: Once the line drawing was approved, we provided AVMA's Marketing & Communications team with detailed drawings and graphic dimensions.
  5. Graphic Design and Production: AVMA developed the final artwork and submitted it to us. We provided proofs for AVMA's review and approval prior to production.
  6. Onsite Execution: GES and AVMA worked together to bring this space to life. GES installed all structures and graphics based on the final design and AVMA added final touches such as art supplies, oil diffusers, and relaxing music.

Additionally, it’s important to note that sponsorship also played a crucial role in the Center for Wellbeing. Sponsors were recognized on graphics within the activation area and offered multiple wellness giveaways, such as water bottles, stress balls, and hot or cold packs.

Case Story: Results

So, how did it all turn out? We're thrilled to report that the Center for Wellbeing was a huge success! AVMA loved the space and saw high participation in the activities that were offered (yarn wall, coloring wall, etc.). Due to the overwhelmingly positive feedback, AVMA continues to host the Center for Wellbeing at each AVMA Convention. We can't wait to share pictures and more details from the 2023 AVMA Convention in Denver!

In conclusion, we highly recommend creating an activation area space like the Center for Wellbeing for future shows. It offers a unique, engaging, and highly memorable experience for attendees while promoting health and wellness. Partnering with AVMA to create it was an absolute pleasure, and we look forward to working together on more exciting projects in the future.

If your organization is searching for a partner to help create unforgettable activations for events, or if you're a company looking to attend events as an exhibitor, our brand activation agency would love to work with you! Get in touch with GES today to discuss how we can bring your unique vision to life.